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Telesales Dragos V Iliescu Download free books at Dragoş V Iliescu Telesales Download free eBooks at Telesales © 2012 Dragoş V Iliescu & ISBN 978-87-403-0182-3 Download free eBooks at Telesales Contents Contents Preface About the Author Defining Telesales 2The Specifics of Selling Over the Telephone 10 2.1 Active Listening 10 2.2 Delivering a Clear Message 13 Preparing for the Telesales Call 3.1 Knowing the Product or Service 3.2 Knowing the Purpose of Each Call 3.3 Call Scripts 360° thinking 360° thinking 17 17 18 18 360° thinking Discover the truth at © Deloitte & Touche LLP and affiliated entities Discover the truth at © Deloitte & Touche LLP and affiliated entities Download free eBooks at © Deloitte & Touche LLP and affiliated entities Discover the truth 4at Click on the ad to read more © Deloitte & Touche LLP and affiliated entities t Discov Telesales Contents The Stages of Telesales Calls 23 4.1 Getting Past the Gatekeepers 23 4.2 Catching the Prospect’s Interest 25 4.3Investigation 27 4.4 Making the Sales Presentation 29 4.5 Overcoming Objections 31 4.6Closing 34 Bibliography 36 Increase your impact with MSM Executive Education For almost 60 years Maastricht School of Management has been enhancing the management capacity of professionals and organizations around the world through state-of-the-art management education Our broad range of Open Enrollment Executive Programs offers you a unique interactive, stimulating and multicultural learning experience Be prepared for tomorrow’s management challenges and apply today For more information, visit or contact us at +31 43 38 70 808 or via For more information, visit or contact us at +31 43 38 70 808 the globally networked management school or via Executive Education-170x115-B2.indd Download free eBooks at 18-08-11 15:13 Click on the ad to read more Telesales Preface Preface The telephone is the most widely used tool in sales interactions This is due to the fact that it helps save time and money by extending geographic coverage, while still allowing a complete one-to-one interaction with prospects This book provides a structured approach to telesales, from preparation to closing the sale It describes each step, and provides information regarding the transition from one step to the next In chapter 1, telesales is defined and explained Chapter presents the specifics of selling over the telephone, as opposed to face to face selling Chapter addresses the preparation phase, offering essential information regarding the rules of phone call efficiency, while chapters deals with the steps of the actual sales call, explaining how to reach decision makers, catch the client’s interest, investigate needs, make a successful sales presentation over the phone, overcome objections and close the sale The information contained in this book is meant to help sales professionals achieve better results over the telephone, whether they use this channel exclusively for sales, or just as a part of a more complex selling strategy Download free eBooks at Telesales About the Author About the Author Dragoş V Iliescu is a training and development professional, with vast experience in call center activities He has a bachelor’s degree in Communication Studies and he is a National Council for Adult Vocational Training of Romania certified trainer Dragoş has designed and delivered training programs on topics such as “Communication”, “Customer Service”, “Telesales”, “Time Management”, “Train the Trainer” or “Coaching” Over the years, he has trained hundreds of telesales professionals and has helped implement telesales campaigns for companies acting in various fields Dragoş is currently the Training and Development Manager of Valoris Center, a fast developing Romanian-based company with proven experience in the contact center industry Valoris Center’s mission is to provide excellence in customer relations and become a reliable partner for its client’s business development You can find out more about Valoris Center and the services they provide on their website: Download free eBooks at Telesales Defining Telesales Defining Telesales Despite recent technological developments in telecommunications, the telephone remains the most widely used tool in sales interactions This is mainly due to the following reasons: • it helps salespersons save the time spent in face-to-face encounters; • it helps save money, by reducing travelling costs; • it extends the geographic reach, allowing salespersons to interact with prospective customers in other parts of their country or even of the world; • it creates direct communication and interaction, unlike e-mails or chat, which are more impersonal The telephone has proven itself a useful tool, both for establishing the initial interest of prospective customers as part of a more complex sales process, and for closing sales transactions The activity of engaging prospective customers, or prospects, over the telephone, as part of the sales process ending with the transfer of property for money or credit, is known under various names, such as telemarketing, telephone sales or telesales For reasons of clarity, this book will only use the term “telesales” whenever referring to this type of activity Telesales can be defined as follows: Telesales is a direct marketing method by which a salesperson uses the telephone as a channel for making the initial approach, in the attempt to sell products or services to prospective customers By this definition, telesales is a proactive approach for contacting prospects in an outbound call Depending on the objective of the call, we can distinguish three different categories A lead qualification call is meant to find out more information about the customer, in order to determine if or how the product or service you are promoting can satisfy their needs Qualified leads help salespersons save time, by making the sales call only to people meeting certain eligibility criteria for becoming a buyer of the respective product or service Download free eBooks at Telesales Defining Telesales A lead generation call is made to determine the prospect’s degree of interest and to set a face-to-face meeting with a sales consultant High-value products or services (such as houses, cars or industrial supplies), aren’t sold exclusively over the telephone However, the telephone helps establish the first contact, and arouse interest for the specific product Lead generation calls have the objective of generating interest which can be turned into a sale in a face-to-face meeting Sales calls have the objective of persuading a person to agree to buy a product or service They are effective when promoting lower value products or services, which prospects are more likely to agree to buy directly over the telephone The aim of a sales call is to have the customer’s approval in the course of one call Regardless of the call category, all telesales calls share the following common characteristics: • the interaction is initiated by the salesperson, not by the customer; • the objective of the call is decided by the salesperson, prior to making the call; • the time of the call is decided by the salesperson; • the costs of the call are supported by the salesperson or the salesperson’s employer Download free eBooks at Telesales The Specifics of Selling Over the Telephone 2The Specifics of Selling Over the Telephone Selling over the telephone relies heavily on three essential skills: listening, delivering a clear message and controlling the tone of voice 2.1 Active Listening Listening is not an involuntary act, but a skill that requires effort on behalf of the person performing it In order to differentiate listening from hearing, and to emphasize the active involvement of the person receiving the message, we will appeal to a communication technique called active listening Being able to actively listen is a crucial ability for telesales representatives, as it is used to let the other person know that you understand what he is saying, to show that you are interested and that you understand his feelings towards the issue at hand Active listening is a communication technique, in which the person listening actively displays interest in drawing the speaker’s intended meaning by using verbal and non-verbal signals In conclusion, active listening proves that you care for what the other person has to say It also helps you avoid making assumptions and properly understand the prospect’s requests 2.1.1 The HEAR Model of Active Listening HEAR is an acronym that stands for hear, empathize, analyze and respond This model provides a structure that can be followed by checking each of its elements, once you have applied them, and that can ensure you of the fact that you are actively listening to the person on the other end of the line The HEAR model is structured as follows Hear what is being said Hearing is a natural function of a healthy human body • Listen carefully to the words and the feelings behind them, which surface through the tone of voice • Avoid prejudice Do not let your own feelings, attitudes or opinions keep you from listening • Do not interrupt; it is important that you hear all that the other person has to say out before reacting Download free eBooks at 10 Telesales Preparing for the Telesales Call If we compare selling over the telephone to driving a car, then the script is the GPS It gives you a general direction and tells you when you should turn left or right in order to reach the final destination A GPS is very useful, especially if you have never been to that location before However, you have to keep your eye on the road at all times In our case, the “road” is the conversation you have with your prospect, who has individual needs that you cannot predict beforehand Just like you cannot drive a car just by looking at the GPS and never looking at the road ahead, you cannot make a telesales call just by reading a script If you drive around there for a while, then you will start knowing the roads and shortcuts and you will no longer need the GPS; but it can prove very useful in the beginning of your journey Download free eBooks at 22 Telesales The Stages of Telesales Calls The Stages of Telesales Calls Selling over the telephone is a process The telesales approach is structured in a succession of well-defined stages; the objective of each stage is to earn an intermediary approval from the prospect that ensures progress to the next stage Some salespersons confuse progress with postponement Postponement happens when the sale continues, but the prospect has not decided on any specific action that can bring a progress For example, if he asks you to call him back because he is not available for discussion at that moment, you will call back and pick up at the same stage Progress occurs when the prospect makes a decision that takes the process to the next stage If the customer asks you to call another person, at a higher level of decision, then the sales process has made progress 4.1 Getting Past the Gatekeepers In business-to-business sales, you won’t always have direct access to the person who can make the decision of acquisition Not having a direct telephone number means that you have to reach that person with the help of other persons inside that organization The persons who can help you reach the decision makers are called gatekeepers They are usually secretaries, personal assistants or front desk representatives Regardless of their job title, all these persons have the same task of filtering calls, by deciding which calls get through to members of management So, it is their job to keep you from reaching the decision maker Your first challenge is to get past them Below you can find three of the most effective techniques for getting past gatekeepers 4.1.1 The Two-Step Approach First of all, find out the gatekeeper’s name and use it This establishes a personal connection which reduces the formality of a rigid business interaction Download free eBooks at 23 Telesales The Stages of Telesales Calls Secondly, ask for their help The person screening the calls is, after all, a decision maker as well: she decides who passes through to the person who can make the acquisition That’s why you must have the same attitude towards her that you would have towards the decision maker Asking her for help will make her feel important, and this is an essential part to getting her to like you Most people only treat her like an obstacle and want to get through as quickly as possible to a person holding a management position She is seldom given any attention or respect That is why a person giving her due respect will be appreciated 4.1.2 The Deviated Path Any secretary, personal assistant or front desk officer has been trained to filter calls and to let only important ones get through to decision makers It is an important part of their job to keep telesales calls away from busy managers However, nobody has trained them to keep calls out from people that usually interact directly with customers or suppliers, such as accountants, PR officers or any other nonmanagement personnel So, instead of asking to talk directly to the decision-maker, ask to talk to anybody working in a department that usually interacts with customers or suppliers Once you get through to a person in one of these departments, getting to the decision maker is much easier, as the person you have reached has not been instructed to filter calls Brain power By 2020, wind could provide one-tenth of our planet’s electricity needs Already today, SKF’s innovative knowhow is crucial to running a large proportion of the world’s wind turbines Up to 25 % of the generating costs relate to maintenance These can be reduced dramatically thanks to our systems for on-line condition monitoring and automatic lubrication We help make it more economical to create cleaner, cheaper energy out of thin air By sharing our experience, expertise, and creativity, industries can boost performance beyond expectations Therefore we need the best employees who can meet this challenge! The Power of Knowledge Engineering Plug into The Power of Knowledge Engineering Visit us at Download free eBooks at 24 Click on the ad to read more Telesales 4.1.3 The Stages of Telesales Calls The Direct Approach Another approach that can be successful in getting past gatekeepers is the direct approach You just say who we want to talk to, using an severe tone of voice For example: “Hello, I’m from _ Pass me through to the General Manager, please.” This is an intimidating approach You pretend to be a very important person that has no time to waste It is very risky, as chances are it might spark animosity in the gatekeeper It works well if you feel that the person is easily intimidated, new on the job or if you have tried other approaches unsuccessfully and you have nothing left to lose 4.1.4 Summary of the Stage Objective: Reaching the decision maker (this stage does not exist if you already know who the decision maker is and have a phone number where you can reach him) Actions: Prepare the call; know who the person you want to reach is, get mentally prepared for rejection and know what you have to in order to avoid rejection 4.2 Catching the Prospect’s Interest 4.2.1 The Opening Your first contact with your prospect is of tremendous importance, as it leaves the customer with a first impression of you As you might know, you never get a second chance to leave a good first impression First impressions are important because, in the first few seconds of a conversation, people decide whether they rather like or they dislike the person they are talking to Since people usually business with people they like, it is important to be liked by your prospect in order to increase your chances to have his commitment at the end of the call At the beginning of a call, you have to introduce yourself and the company on behalf of which you are calling Below you can find a few examples of opening sentences “Good morning, my name is _ and I am calling you on behalf of _.” “Good afternoon, I’m _ from _.” “Hello, this is and I am calling you from _.” The first sentence should be said in an enthusiastic and friendly tone of voice Download free eBooks at 25 Telesales 4.2.2 The Stages of Telesales Calls The Direct Value Statement Whenever you make a telesales call, you must take into account the fact that people never requested to be called So, at the time you get through to them, they don’t know any reason for talking to you Every customer answering a telesales call implicitly asks himself the question: “Why should talk to this guy? What’s in it for me?” Catching the prospect’s interest depends on how well you can answer those questions You can answer them by using both language and tone of voice It is best that you use a direct value statement which synthesizes the most important advantage of the offer and how the customer can benefit from it Here are some examples of direct value statements: “I am calling to let you know how you can decrease your travelling costs.” “I’d like to tell you about a solution to keeping your finances safe at all times.” “I am calling to tell you how you can get more value from the money you’re spending on your internet subscription.” It is advisable not to use the name of the product or any of its features, at this stage The direct value statement should be formulated so as to trigger the prospect’s curiosity and make him want to hear more 4.2.3 Permission to Proceed to the Next Stage After the direct value statement, you must ask the customer whether he is available to continue the conversation You should this because you might have called the right customer, but at a wrong moment He might be doing something else at the moment of your call and might not be able to pay attention to what you have to say If it is not a right moment, ask when you can call back “Can we talk for a few moments?” “Is this a good time to talk?” “Do you have a few moments?” “Would you like to hear more details?” You should avoid formulating the question in a negative way such as: “May I take a few moments of your time?” “May I disturb you for a few moments?” This kind of formulation implies that you are keeping the prospect from doing something more important, or that he is doing you a favor by talking to you Download free eBooks at 26 Telesales 4.2.4 The Stages of Telesales Calls Summary of the Stage Objective: Getting the customers interested in having a detailed discussion Actions: Prevent any objections the prospect might have at this time, by using a powerful direct value statement and an enthusiastic tone of voice 4.3Investigation The investigation phase is dedicated to finding out the prospect’s needs, in order to correlate them with benefits later on during the call Investigation is usually absent from call scripts, because the customer’s answers cannot be anticipated 4.3.1 Open and Closed Questions Questions help you find out the prospect’s needs The simplest classification of questions places them in two distinct categories: open and closed questions Download free eBooks at 27 Click on the ad to read more Telesales The Stages of Telesales Calls Open questions require an elaborate answer and help you get more information from the prospect They usually begin with “How”, “Who”, “Why” or “Where” Closed questions require a fixed and simple answer In telesales, they can help you guide the discussion by demanding precise information which the prospect may not elaborate In the investigation phase, open questions are more useful, as they offer more details which you can use later on in the sale 4.3.2 Questioning Sequence The average length of a telesales call varies between and 15 minutes That means that time is short and it has to be put to good use If you ask too many questions, the prospect might get bored or irritated and hang up You should plan your questions ahead You can find a short guide on the questioning sequence regarding the prospect’s needs below Questions about their current situation Ask two or three open questions to find out what the customer is currently using to meet the needs that are also met by your product Questions about what they would improve Ask them what they are not completely satisfied with at the moment and they would like to see improved Questions about how they imagine perfection Ask them how they visualize the perfect product or service that meets their needs on that specific subject Pay very close attention to what the customer answers and draw their needs from their answers 4.3.3 Summary of the Stage Objective: Compiling a clear list of what the prospect needs and expects Actions: Ask open questions that follow a specific sequence, in order to keep this stage short and effective Download free eBooks at 28 Telesales 4.4 The Stages of Telesales Calls Making the Sales Presentation Before you make a telesales call, you should write down a thorough list of features and advantages During the call, you should select only those advantages that can turn into benefits for that specific customer After that, put them together to make the sales presentation When you make a sales presentation over the telephone, your worst enemy is the prospect’s capacity to pay attention to what you are saying You cannot help control distractions in the customer’s environment All you have working for you are your words and tone of voice A normal person’s ability to display focused attention on what is being said over the telephone is not longer than a few seconds, so a sales presentation should be as brief as possible It should not take longer than 2-3 minutes You should also ask the customer a question halfway through the presentation, in order to keep him interested “What you think about it so far?” “What’s your opinion about this aspect? Extracting only the advantages relevant to prospect’s needs turns them into benefits and helps you bring more value to the product or service you are promoting The value the customer sees in the product or service is a direct balance between costs and benefits The more benefits you bring to the balance, the bigger the value gets If the value is big enough, the customer will want to proceed with the purchase A good presentation will help prevent any objections that might appear later on Most prospects care about what they get for their money That is how value is built If they don’t see the value, then they will not buy Download free eBooks at 29 Telesales The Stages of Telesales Calls Figure The balance of value 4.4.1 Summary of the Stage Objective: Building value so that the prospect would agree to the purchase Download free eBooks at 30 Click on the ad to read more Telesales The Stages of Telesales Calls Actions: Select those advantages that relate to the prospect’s needs and turn them into benefits Make a brief and powerful presentation and keep the prospect connected throughout your presentation by asking questions 4.5 Overcoming Objections A simple definition of objections can be stated as follows: Objections are reasons given by a prospective customer why they not wish to buy a certain product or service Objections appear if the prospect fails to see enough value to the product or service you promote They are viewed by some as a natural part of a sales process Although they are regarded as an obstacle, they can also become opportunities, as they can tell you new things about the customer’s needs, things you might not have identified in the investigation stage Call scripts usually provide “canned” responses to the most frequent objections These have limited success, because they are the same for everybody, regardless of each prospect’s individual condition A more effective approach to objections is to fully understand them and the reasons behind them, then build a strategy to overcome them while you are talking to the prospect In his book “Telephone Sales for Dummies”, Dirk Zeller identifies six steps in overcoming objection: pause, acknowledgement, exploration, isolation, answering and closing The first five steps will be presented in this chapter and the sixth will be addressed in the next chapter 4.5.1Pause Making a pause is the first thing you should consider While the prospect is talking about his objection, listen to what he has to say without interfering After he is done talking, keep silent for two or three more seconds This will give you the necessary time to control your reaction to contradict the customer Most inexperienced sales agents act defensively out of instinct and start contradicting the customer They usually use phrases that begin with “yes, but ” or „still, ” Using one of these words as the opening of your objection handling statement usually means the end to any chance of persuading the customer Prospects will most likely perceive this as “I understand your objection, but i don’t really care about it” Whenever handling an objection, you must set your mind frame to doing it together with the prospect, not against the prospect You cannot succeed if you start contradicting the prospect First of all, you are on the phone and he can hang up at any time if the disagreement starts to irritate him Secondly, once he understands that you are contradicting him, he will start making arguments against you and will stop listening and being receptive to what you have to say Download free eBooks at 31 Telesales The Stages of Telesales Calls The pause is essential because it keeps you from contradicting the prospect, while giving him the impression that you are thinking about what he is saying However, remember to keep your pauses short Long pauses are to be avoided at all costs in telesales calls, as they might give the impression that you are no longer active in the conversation 4.5.2Acknowledge The second step is acknowledging the prospect’s objection It doesn’t matter whether you find the prospect’s objection valid or completely ridiculous; he must feel that you respect his point of view at all times If you manage to make him feel that way, he will feel encouraged to provide more details You must not confuse acknowledging the objection with agreeing to the objection You agree that he has this objection and you respect that, but you don’t agree with the objection itself Some examples of how you can acknowledge the objection without leaving the impression that you agree to it are stated below „I see why this might be of concern to you.” „That is a very good issue; I am glad that you pointed it out.” „I can understand why you are considering this.” After acknowledging the customer’s objection, you should explore it This is the step where you try to find out the real cause of concern, by asking open questions and encouraging prospects to provide as many details as they can Details offered during this step can help you identify the real cause and nature of the objection 4.5.3Isolate Isolation is the most delicate part of handling an objection It serves the purpose of helping you get past appearances and down to the very core of the objection The objections prospects state are not always the real reason keeping them from buying They could be lying to you on purpose, or they don’t know the real reason themselves For example, “it’s too expensive” usually means “I don’t see the value of this product, the price is greater than the benefits”; “I’ll consider it and then get back to you” might mean “I didn’t understand what you told me” Well-formulated questions can help you understand if the customer’s objection is based on logic, hesitation, fear or precaution Isolation is done by involving the customer in the decision making process Download free eBooks at 32 Telesales The Stages of Telesales Calls “Is that the only challenge with purchasing this?” “Is this the only reason keeping you from buying?” “If we can find a satisfactory solution to your concern, then will you be willing to close the deal?” “Were there not for this issue, would you be willing to buy?” 4.5.4Respond After isolating the specific objection, you must respond to it by reaffirming benefits and bringing other new benefits to light, some of which might have been overlooked while making the sales presentation You must keep in mind that what you say should not contradict the customer For example, if he already has something similar to what you are offering, don’t try to position your product as being better than what he currently owns; rather try to show him that it is complementary with what he has DO YOU WANT TO KNOW: What your staff really want? The top issues troubling them? How to make staff assessments work for you & them, painlessly? How to retain your top staff Get your free trial FIND OUT NOW FOR FREE Because happy staff get more done Download free eBooks at 33 Click on the ad to read more Telesales 4.5.5 The Stages of Telesales Calls Summary of the Stage Objective: Understanding the customer’s objections and overcoming them Actions: Use the steps of handling objections: pause, acknowledge, explore, isolate and answer 4.6Closing Closing is the stage where you can evaluate the effectiveness of the sales techniques you used throughout the call In this stage, the objective is to pressure towards a commitment to either accept or refuse the offer It is very important to synchronize this stage with the previous one, either the sales presentation (in case the prospect agrees without having any objections) or the objection handling stage (in case the customer has objections) If you try to close the sale too soon or too late you decrease your chances to get a positive answer Closing techniques are useful for sales calls, if the value of the product or service you are promoting is relatively small, or for lead generation calls, but they can be ineffective in higher value sales Closing is a way of pushing for a decision, and when the value of the product is great, this type of pressure is not effective There are many documented closing techniques, and the following sub-chapters will detail four of them that work well over the telephone 4.6.1 The Direct Technique The most common closing technique is the direct technique It consists of a direct question: “Do I have your approval to proceed with this order?” “Shall I take the order?” You can use this technique when you feel that the prospect has understood the benefits and you have built enough value throughout the call to get a positive answer Download free eBooks at 34 Telesales 4.6.2 The Stages of Telesales Calls The Alternative Technique The alternative technique offers the prospect choices The choices are carefully picked by the telesales representative so as to to implicitly get the prospect to agree to buy the product or service “Would you like to purchase one piece or two?” “Would you like to to start using this new service today or tomorrow?” Even if the prospect has two alternatives, none of the alternatives you offer leads to his rejecting the offer 4.6.3 The Difficulty Technique External factors, such as limited stock or limited duration of the offer, can be used to persuade the prospect to make a fast decision You can tell the customer that he has to make up his mind quickly; otherwise the offer will no longer be valid This urges him towards taking immediate action 4.6.4 The Active Technique You can use the active technique when you want the prospect to react to an action you undertake It solicits the approval of the client for an action that leads to him approving “Would you like me to approve the order?” “Shall I write you down for two pieces?” “Shall I send the order through to my colleagues?” 4.6.5 Summary of the Stage Objective: Getting the prospect’s commitment to buy Actions: Use closing techniques; ask for explicit agreement Download free eBooks at 35 Telesales Bibliography Bibliography Brooks, William T & Bacal, Robert (2010) The Complete Book of Perfect Phrases for High-Performing Sales Professionals New York: McGraw-Hill De Winter, Chris (2000) 30 Minutes… To Improve Your Telesales Techniques London: Kogan Page Diamond, Linda E (2010) Perfect Phrases for Sales Presentations Hundreds of Ready-to-Use Phrases for Delivering Powerful Presentations That Close Every Sale New York: McGraw-Hill Hopkins, Tom (1982) How to Master the Art of Selling – 2nd ed Scottsdale, Arizona: Champion Press Schiffman, Stephan (2007) Cold Calling Techniques (That Really Work!) – 6th ed Avon, Massachusetts: Adams Media Schiffman, Stephan (2005) Upselling Techniques (That Really Work!) Avon, Massachusetts: Adams Media Sparks, Linda (2006) 151 Quick Ideas to Increase Sales Franklin Lakes, NJ: Career Press Wyllie, Peter (2000) The Telesales Pocketbook Alresford: Management Pocketbooks Ltd Zeller, Dirk (2008) Telephone Sales for Dummies Indianapolis, Indiana: Wiley Publishing, Inc 36 ... read more Telesales Preparing for the Telesales Call Preparing for the Telesales Call Even if it is not a part of the actual sales call, a vital part of telesales is preparation When telesales. .. telephone sales or telesales For reasons of clarity, this book will only use the term telesales whenever referring to this type of activity Telesales can be defined as follows: Telesales is a direct... Download free eBooks at 22 Telesales The Stages of Telesales Calls The Stages of Telesales Calls Selling over the telephone is a process The telesales approach is structured in a succession
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